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HomeEquity Bank Empowers Canadian Homeowners with New Brand Platform that Empowers Retirees

After posting record mortgage numbers in 2017, HomeEquity Bank, providers of the CHIP Reverse Mortgage, announced the launch of a new brand platform today. Created in partnership with Zulu Alpha Kilo, the new brand introduces a redesigned logo, evolved brand positioning, a new visual identity, and a fully integrated campaign that is intended to set the brand up for continued long term growth.

“The Canadian population is aging and many homeowners feel that they have no other choice than to sell the house they love to finance retirement,” says Yvonne Ziomecki Executive Vice President – Marketing and Sales. “Our research has shown that 93% of people over 65 want to retire in their home. We’re tremendously excited about this new direction for our brand because it is about empowering Canadians to live the life they’ve earned.”

The work to kick off the brand relaunch encompasses both traditional and non-traditional creative executions. All of the work tapped into insights gleaned from national research, in speaking to Canadians aged 55+ about retirement planning. In one spot, we see a young couple encouraging their parents to downsize and sell their house before the parents have some fun with that idea by suggesting they move in with the young couple. Another ad shows an overly persistent real-estate agent approaching a house to convince an older couple to sell their home, before they take matters into their own hands. A third spot shows two young parents in front of a house talking about making an unsolicited offer, simply because the homeowner is older. The parents end up getting a lesson from the older, but spry homeowner who overhears the conversation.

To compliment the TV commercials, DRTV with hard hitting messaging, was also produced. In keeping with the brand narrative, the same on-camera characters were featured to help bring consistency throughout the consumer journey. Each execution plays a unique role in educating and empowering retirees to take back control of their retirement dreams. Rounding out the launch was a web site refresh, digital ads, and series of ambient executions that were designed to look like real-estate advertising but instead of speaking to selling or open houses, they use headlines such as: “SOLD On Staying Put.” Similar messages were also applied to tear away posters and door hangers that all pulled from the various executions by encouraging people to stay in the home they love.

“This is about empowering retirees,” says Zak Mroueh, Chief Creative Officer and Founder at Zulu Alpha Kilo. “There is a huge misperception about what it means to be retired. People feel patronized when they’re pressured into something they don’t want to do – like selling their home. We knew that these situations would be relatable to our audience and that we could really strike a chord with them.”

Strategy and creative was led by Zulu Alpha Kilo with media planning and buying by OMD and PR by Jacki Nelson of Nelson Connects.

About HomeEquity Bank
HomeEquity Bank, a federally-regulated, Schedule 1 Canadian bank, is the only national provider of the CHIP Reverse Mortgage™ solution. Founded 32 years ago, HomeEquity Bank has been helping Canadian homeowners aged 55+ access the value of the equity they have in their homes, maintaining ownership of their home, until they make the decision to sell. HomeEquity Bank has ranked on the Canadian Business and PROFIT’s 28th and 29th annual PROFIT 500 list, the definitive ranking of Canada’s Fastest-Growing Companies. HomeEquity has also been recognized as an Aon Best Employer – Canada 2017.


Client (Company): HomeEquity Bank
Clients: Yvonne Ziomecki, Vivianne Gauci, Joe Heale, Niary Toodakian, Carly Whittamore
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Patrick Scissons
Art Director: Shawn James
Writer: Irfan Kahn
Agency Producer: Jac Benoit, Teresa Bayley
Account Team: David Tremblay
Strategic Planner: Tim Hopkins
Media Agency: OMD
Media Agency Planner: Dwayne Mataseje, Mitchell Cornelisse
PR Agency: Nelson Connects
PR team: Jacki Nelson
Production House: Partners Film
Director: Michael Downing
Production House Producer: Gigi Realini, Jill Godbold, Shannon Barnes
Director of Photography: Barry Parrell
Casting Director: Steven Mann
Video Post Facility / Editing Company: Zulubot
Editor: Jay Baker
Compositor / Online: Eric Perrella, Sebastian Boros /Alter Ego
Special Effects: Eric Perrella, Sebastian Boros/Alter Ego
Animation: Ian Flaig /Alter Ego
Colourist/Transfer: Clinton Homuth, assisted by James Graham / Alter Ego
Colour / VFX / Animation Producer: Julie Neff / Alter Ego
Audio Post Facility/Music House: Eggplant Music & Sound
Audio Director: Rocco Gagliese
Producer: Nicola Treadgold
Engineer: Nathan Handy
Photographer: Shereen Mroueh

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Tim Hortons and Zulu Alpha Kilo Want to Know if You’re Ready to Roll?

Tim Hortons is encouraging Canadians to warm up their thumbs for another Roll Up the Rim season, and the brand’s biggest annual campaign is officially back in stores on Wednesday, February 6. Roll up the Rim is a yearly contest from Tim Hortons that gives guests the chance to win amazing prizes by rolling up the rim of their coffee cups.

Legends of Roll Up: The Rivals

Back for its 33rd season, the 2019 Roll Up the Rim campaign looks back on its history, playfully leaning into the stories of players that make the game what it is. This year’s campaign, created by Zulu Alpha Kilo, treats Roll Up the Rim as a professional sport that unites Canadians season after season. It centres on a series of mockumentary-style videos that celebrate “Roll Up Legends,” an inspirational set of fictional Roll Up players. The Legends’ films, entitled “The Rivals”, “The Dynasty”, “The Injury” and “The All-Star”, each feature charismatic personalities, relatable Roll Up rituals and reflect Canadians’ passion for the “Great Sport of Roll Up.”

Legends of Roll Up: The Injured Player

“We wanted to remind our guests not only how easy it is to win, but also remind them how exciting it is when they do,” says Tim Hortons Global Creative Head, Paloma Azulay. “Our Roll Up Legends help Canadians recall the great the sport of Roll Up and bring back fond memories of playing over the years – in a really fun way.”

Legends of Roll Up: The All-Star

Modern, Integrated Approach
In the last several months, the Tims audience has been introduced to a new brand style, starting with the heart-warming hockey story, The Away Game. Azulay promises this is just the beginning of the coffee retailer’s new marketing treatment, and consumers will see more of this with the 2019 Roll Up the Rim campaign.

Zak Mroueh, Chief Creative Officer and founder of Zulu Alpha Kilo, says “Unconventional work only happens when you have a client who wants to do something breakthrough for their category. Together with our partners at Tims, we wanted to take a modern creative approach to this year’s Roll Up campaign. We believe this creative platform and the mockumentary videos will get Canadians both laughing and rolling up the rim.”

The legendary campaign extends to billboards across Canada, which will feature motivational messages, such as “Roll big or roll home” and “You miss 100% of the rims you don’t roll.” Beyond the traditional outputs, Tim Hortons is also taking a refreshed route into the social and digital spaces.

The digital portion of the campaign echoes the OOH creative and includes extended stories about the Legends on YouTube, along with unique digital extensions including partnerships with Waze and the Score app, further connecting to this year’s reimagined creative about the sport of Roll Up.

For the first time, Tim Hortons is also encouraging Canadians to post pictures of their own legendary Roll Up moments on Instagram, Facebook and Twitter using #RollUpTheRim for the chance to win another Jeep Compass. The social piece of the campaign will also include feed posts and stories featuring unique Legends content¬¬, a promoted trend, custom Twitter emoji, along with a foray into branded Giphy animations.

“In working with a refreshed agency mix, we’ve been able to update Tim Hortons approach to storytelling, ensuring every piece of the campaign is thoughtfully and purposefully included,” says Integrated Marketing Communications Lead, Jana Goodbaum. “The key factor, as our guests will see with this year’s Roll Up campaign, is aligning with modern strategies while never forgetting to pay homage to the long-lasting success of and love for Tim Hortons and Roll Up.”

Tim Hortons developed the 2019 Roll Up the Rim campaign in partnership with Zulu Alpha Kilo and their integrated team of agencies: The French Shop, North Strategic, Horizon, and 500 Degrees. The director of the series of spots was Matt Atkinson from Steam Films.

Tim Hortons, part of Restaurant Brands International, is one of North America's largest restaurant chains operating in the quick service segment. Founded as a single location in Canada in 1964, Tim Hortons appeals to a broad range of guest tastes, with a menu that includes premium coffee, hot and cold specialty drinks (including lattes, cappuccinos and espresso shots), specialty teas and fruit smoothies, fresh baked goods, grilled Panini and classic sandwiches, wraps, soups, prepared foods and other food products. Tim Hortons has more than 4,800 system wide restaurants located in Canada, the United States and around the world. More information about the company is available at www.timhortons.com.


Client: Tim Hortons

Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Creative Director: Gerald Kugler, Rodger Eyre
Art Director: Michael Siegers, Sarah Quinto, Rose Sauquillo
Writer: Jonah Flynn, Julia Forrester
Strategic Planner: Tim Hopkins, Sean Bell, Rebecca White
Clients: Paloma Azulay, Jana Goodbaum, Jordan Mascarenhas, Asif Hossain, Jane Almeida, Lindsay Stahl, Jorge Zaidan, Caitlin Pitblado, Ricardo Azevedo, Axcel Schwan
Account Team: Hilary Roberts, Matt Sinuita, Lauren Boultwood, James Farquharson, Matt McGrath, Michelle Fournier
Agency Producer: Chelsea Elliott, Ola Stodulska
Print Producer: Laura Dubcovsky

Studio Artists: Greg Heptinstall, Andrew Martin, Pete Aspros, Ashleigh O’Brien, Brandon Dyson
Designer: Ryan Booth, Gala Tanaskov
Production: Steam Films
Director: Matt Atkinson
Line Producer: Christopher Scherk
Director of Photography: Rob Scarborough

Media Agency: Horizon
Media Team: Thomas Skarrat, Robyn Van Driel, Matthew Bailey, Hannah Wiseman, Nileen Ventura

French Agency: The French Shop
French Agency Team: Martin Archambault, Sebastien Bergeron, Gabrielle Papineau

PR Agency: North Strategic
PR Account Team: Sarah McConnell, Paul Cartwright, Emily Ngai

Design Agency: 500 Degrees
Design Agency Team: Kim Hughes, Michael Saad, Ian Brown
Casting Director: Powerhouse Casting—Andrew Hayes
Video Post Facility / Editing Company: Zulubot
Editors: Jay Baker, Marissa Bergougnou, Max Lawlor, Jessie Posthumus, Preeti Torul
Compositor/Online: Naveen Srivastava/The Vanity
Colourist/Transfer: Eric Whipp & Tricia Hagoriles/Alter Ego Post
Audio Post Facility/Music House: The Eggplant
Audio Director: Rocco Gagliese, Adam Dameli
Music House: Vapor/RMW
Audio Director: Dustin Anstey

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